>Pay Per Click Management Techniques

There are some very common mistakes people make when implementing their Google AdWords campaign management strategies. More than 90% of AdWords campaigns and their Pay Per Click Management is the most effective (in terms of reaching the target market or cost) manner. However, these campaigns can be turned around and begin to produce better results with as little as an hour of work! The potential savings can be enormous , and the increased profitability even more so. Read on to learn more about making the most of your Google AdWords campaigns.
The most common mistake made by businesses in Google AdWords campaign management is failing to properly organize their campaign before implementation. Poorly written ads and ill-conceived keyword choices can sink your Google campaigns before they even begin! If properly organized from the get-go, your campaign will start getting results much quicker and will be easier to adjust as you go on; this can make a huge difference to your ROI .
Ideally, you could have the perfect ad ready for any possible keyword typed in. However, we do not live in a perfect world and if there are 5,000 possible keywords or key phrases which could lead potential customers to you, that means you would have to write 5,000 different ads.

Of course, this would take far too much time. Instead, the usual practice is to use a single ad for a whole group of similar keywords. These groups of keywords and single advertisement are called an ad group. A campaign can include any number of these ad groups.
You can run as many campaigns as you like from a single Google account. You may have a variety of different products and services to sell, with each having its own set of ad groups and campaigns which direct traffic to a different site.
How you divide your efforts into separate ad campaigns is a matter of personal choice. However, when it comes to creating ad groups, there is definitely a right way and a wrong way to go about things.
The majority of newcomers to AdWords will create campaigns which look a bit like this:
Jones Telecommunications
Robust Solutions for
All Your Voice Mail Needs
www.jonestelecom.com

auto attendant
business telephone systems
call management systems
voice mail
voice mail equipment
voice mail service voice mail systems

Their ads will send all visitors to their home page, where there will be links to “Services,” “Equipment,” “Q&A,” “About Us,” “Contact Us,” etc. What’s wrong with this kind of Google AdWords campaign management?

The problem here is that there are too many different types of keywords all grouped with the same ad here. Each of those keywords given above should be in its own group. What?s more each of these should be grouped along with several other similar keywords and key phrases.
What we see here is an ad which doesn?t match up with the keywords as well as it could, since there are several different kinds of keywords grouped together here.
Simply using the name of your business as the headline of your AdWords ad is not going to be terribly effective. You?ll have a lower CTR (click through rate), meaning this ad is going to cost you more money for less results.
What Jones Telecommunications has done here is to make an ad about themselves, rather than about the customer and their needs. Your ads should be consumer focused.
People are not going to be searching for ?Jones Telecom?, at least not often. What they will be doing searches for is the product or service they want; ?voice mail service?, for example. These people should be directed to a web page which covers this topic. Similarly, someone looking for broadband service should be taken to a corresponding page, not the home page. Never make your prospective customers do the work – show them what they are looking for; it is that simple.
You?ll have a much easier time of this if you organize your campaigns correctly from the ground up. You should begin by organizing your keywords using Wordtracker (http://www.wordtracker.info) or Keyword Research Plus What you?ll end up with will be something like this:

Voice Mail Services
voice mail provider
voice mail service
voice mail service provider
voice mail services

Voice Mail System
voice mail systems
voice mail systems for realtors
telemarketing and voice mail systems
phone systems voice mail
home office voice mail systems
home office telephone voice mail systems

Auto Attendant
answering attendant auto system
auto attendant voice mail services
auto attendant
auto attendant phone system
auto attendant software
auto attendant system
auto attendant voice mail
phone auto attendant

Now, before you go about writing AdWords ads for all of these keywords, you will want to think about negative keywords. What are these? I will explain in a minute ; first, here is a list of different keywords related to ?Voice Mail Software?.
voice mail software
voice mail business software
voice mail software for panasonic
voice mail broadcasting software
voice mail business software
multiple voice mail software
mac voice mail software
multi-line voice mail system software vru
norstar voice mail software
software to record voice mail
free voice mail software

You may want to take out key phrases including the word ?free?, unless you genuinely have something to offer for free. Jones Telecom may also not offer voice broadcasting service or any software for MacOS. Take these keywords and place a minus sign in front, which makes them negative keywords. You should be left with a list like this:

voice mail software
voice mail business software
voice mail software for panasonic
voice mail business software
multiple voice mail software
multi-line voice mail system software vru
norstar voice mail software
software to record voice mail

Negative Keywords:

free
mac
macintosh
broadcast
broadcasting

When organizing a Google AdWords campaign, each keyword list will become a different group with its own ad or set of ads.

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